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Duplicate content issue index.html vs non index.html

I have an issue. In my client's profile, I found that the "index.html" are mostly authoritative than non "index.html", and I found that www. version is more authoritative than non www. The problem is that I find the opposite situation where non "index.html" are more authoritative than "index.html" or non www more authoritative than www.

My logic would tell me to still redirect the non"index.html" to "index.html". Am I right?

and in the case I find the opposite happening, does it matter if I still redirect the non"index.html" to "index.html"?

I typically choose the second option because it is agnostic of CMS or file type, and it looks better in my opinion. I would not mix the two across the site because it causes a confusing user experience.

So, to answer your questions directly:

My logic would tell me to still redirect the non"index.html" to "index.html". Am I right?

No, not necessarily. By telling us that there are examples where .html is more authoritative and there are examples where it isn't as authoritative, it's impossible for us to say which is the better choice. I personally would rewrite & redirect everything using the 2nd option above.

The same question for www vs non www versions?

I believe that WWW vs non-WWW is less important. You could decide based upon which format has more links or which one has been historically used. Consistency (using the same across the entire site), proper 301 redirects, and proper rel canonical tags are your priorities here.

Redirecting the authoritative link to the less authoritative URL is not ideal.

However, in my opinion being consistent with URLs throughout the site takes precedent.

Implementing 301 redirects will indicate that there has been a permanent relocation of that pages content, and you will get *most* of the link value from the authoritative link. That said, if you feel comfortable emailing the person who created that authoritative link, it's worth a little effort to ask them to change it, but if it's a hassle to do so, don't push it.

It's very likely that the "index.html" version is more authoritative because you're using it in internal links. The problem is that that often creates a duplication issue - you refer to the root (non-index.html) version in inbound links, social, etc. (and people tend to link and bookmark the root version), but then link internally to "index.html", so Google will end up indexing both.

If the authority is coming from internal links, and you:

(1) Switch the internal links to the root ("/")

(2) 301-redirect "index.html" to the root ("/")

...you shouldn't lose any authority, as you'll have re-routed it by doing step (1). You'll also consolidate your signals and be better off all-around, IMO.

Kane's right, though - it's a bit tough to tell without knowing the specifics.

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